Running a business is never just business. To encapsulate this, we created a film beautifully shot by Gary Freedman depicting a man’s journey to launch his company in the the 70’s up until the present day all inside a lift. As well as the film, we created The Elevator Pitch. An activation piece comprising of talks from industry experts, guides and a competition, where 10 real business owners from more than 1000 applicants pitched their ideas in 90 seconds in an elevator for a chance to win £150,000. Plus a series of print ads to show HSBC’s commitment to business big and small.